Amazingly, the relationship between Byron Sharp and sponsorship has not had much airtime, despite the fact that How Brands Grow has preoccupied the world of marketing for over a decade now. Despite resistance from the marketing community to the provocative …
The latest changes to FIFA’s sponsorship strategy are eminently sensible. The growth in popularity and commercial value of both the women’s game and gaming represent untapped potential for FIFA, who have been struggling for a number of years to grow …
It’s curious that the term sponsorship legacy can either mean a meaningful contribution to the world that outlives a sponsorship – or a sponsorship that’s outlived its purpose. Legacy’s a funny word – both good and bad. A meaningful leave-behind …
One part of a recent RFP focused on sponsorship assessment: how would Redmandarin create an assessment framework to compare two properties? It was a thorough RFP and a pleasure to respond but the framing of the brief contained a few …
(Especially if you’re in FS) In 2015, we received an amazing brief from a UK High Street bank. It was to find or develop a platform capable of delivering social impact and building community engagement. With reach, relevance and salience. …
Humans are creatures of habit. As a rule, we avoid change, anything which destabilises our existence – until the need becomes overwhelming. Burning platforms can be financial, existential, psychological but only become platforms for change when they’re irresistible. And of …
Many years ago now we wrote a blog post called Media. Value. Cabbage – on the subject of post event sponsorship valuation. (We use the term valuation to refer to the commercial value assigned to a sponsorship contract – and …
As a specialist sponsorship consultancy, we’re in a narrow competitive set. While there are plenty of individuals with experience to spare and share, there are few organisations established purely to solve sponsorship challenges. There are many large agencies which offer …
Why are sponsorship evaluation budgets so tight? There’s not an agency that doesn’t subscribe in principle to the importance of sponsorship evaluation – but relatively few brands that set sponsorship evaluation budgets commensurate with investment. Of the brands which evaluate, …
Sponsorship measurement has always been a strangely mute discussion area within the world of sponsorship – which has been largely dominated by two tropes. It’s not helped of course that the larger agencies productize their services into standard formats – …
The following article first appeared as the conclusion to the Redmandarin publication ‘Defining Sponsorship‘. It provides a clear analysis of the roots of what sponsorship and sound sponsorship strategy is all about and is helpful both for students and practitioners. …
We won’t pretend : this article on sponsorship measurement and logic models fails every element of originality except one. It’s 99% based on a great article from Financier Worldwide by Paula Papp, Laura Petschnig and Kalina Kasprzyk from Frontier Economics …
